According to a recent Forbes article on small businesses, research demonstrates that smaller businesses, by and large, are not maximizing the benefit of their Internet presence. This may be surprising to hear, and even disappointing to some, but it should be pointed out that those taking advantage of it, are really experiencing significant gains.
So, why can’t Google find your business? Why aren’t you showing up in searches? Rust Creative’s SEO Division will explain how to get discovered on search engines.
1 . Your Website is Not Optimized for Crawling
Search engine optimization isn’t just about meeting searchers’ needs. Your first priority should be optimizing your website for search engine crawling so that search engines can index it and serve it up to searchers. If you don’t have keywords in these places on your webpages, Google will have a hard time indexing you, and users with finding you. (This is not a comprehensive list. It is however a good starting point.)
- Title Tags: This is the title of your pages or post, and the first piece of information Google collects to “read” it.
- Meta Content: This is the brief snippet that appears on search engine results pages and further describes your page or post to search engines. Your meta content will include your title tag, your description, and schema data for indexing. There is even more schema data you should consider including if you review products on a blog, write news articles, or sell products. Each piece of meta content is relevant to the purpose of your website and should not be ignored.
- URL: The URL is the unique address for each page or post. These should have trailing URLS that are user-friendly to remember. If any of your web urls end in “.html” or “.php” you will experience issues.
- Alt Tags: Alt tags create a text alternative of photos that Google can read them
- Add Google Analytics to your site
- Submit your .xml sitemap for indexing
- Sign up for Google Console
2. You Need to Work with Localized Search
When people search for products and services, they commonly type in [industry, product, service] + [their city or town]. If your website does not make your business’s location known to search engines, you’re likely to be buried down the search rankings. It will also throw your website into the larger industry bucket, rather than your local area, making it even harder to rank.
3. Your Website is Not Mobile-friendly and Slow Loading
Your website is needs to be responsive or mobile-friendly. Google loves to provide websites to users that are easy to use and meet their needs. If your website crashes, loads slowly, or functions poorly on mobile devices, Google will want to hide it to protect its users from a poor experience. A good web design company or SEO agency will test your design across all popular browsers, making adjustments accordingly.
4. Your Website is Not User-friendly
Having a working website is not enough (and purely subjective). Users need to be able to move around on it easily and intuitively. Google can detect poor navigation structure through its users’ behavior. Make sure your website is optimized for seamless navigation and longer engagement. Otherwise it will get buried under competitors’ websites that are more user-friendly.
5. You’re Not Targeting Keywords Effectively
Each page on your website should target a different keyword, and the keywords should be placed into the body of the page naturally. If you can’t find your website when you type relevant search terms into Google, make sure the page associated with that keyword has accurate, up-to-date, useful information. The keywords that you should use are ones that your customers are going to be most likely to look for. To find this, it’s best to put yourself in the shoes of your customer and figure out what they would search for based on their priorities and experiences. Careful though, keyword stuffing worked in the past but will not get you blacklisted!